Exam 15: Advertising and Public Relations

Television, as a medium of advertisement, is characterized by ________.

Competitive parity and task methods are considered when making decisions about ________.

How does a personality symbol impact a brand?

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

Which of the following is a media measure?

Refer to the scenario below to answer the following question(s). Most clients of Second Avenue have learned about the store through word-of-mouth communication. This small retailer of quality secondhand children's clothing thrives on the sale of a vast inventory of children's clothing placed on consignment. "Because small children grow so quickly," Second Avenue's owner commented, "they often outgrow many of their clothes before they've hardly been worn!" Second Avenue provides a way for people to sell their children's clothing, earn a few dollars, and buy the next larger size. "We're extremely picky about the condition of the clothing we stock," the owner stated, "but we sell most items at a 60-percent discount." -Which of the following media options would be the LEAST costly for Second Avenue's promotional efforts?

Coca-Cola cups prominently featured on episodes of American Idol are an example of ________.

Professional athletes such as Peyton Manning and Maria Sharapova are featured in advertisements for Gatorade. According to this information, Gatorade is utilizing branded entertainment.

Describe public relations and any three of its main functions.

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

Which of the following is most likely an objective of informative advertising?

The most important objective of reminder advertising is telling the market about a new product.

Describe the significance of public relations as a mass-promotion tool.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

When a media planner determines whether an advertisement for diapers should be placed in Parents magazine or Sports Illustrated magazine, the planner is evaluating the media vehicle's ________.

Which of the following would most likely be included in the written materials prepared by PR professionals to reach and influence target markets?

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

The message execution style of personality symbol involves identifying and presenting ordinary people saying how much they like a product.

Marketing management must make four important decisions when developing an advertising program. Briefly describe these four decisions.

A brief glimpse of the latest LG phone on the television series Modern Family is an example of an advertainment.